News
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Follow the science? Consumers aren’t always impressed with scientifically developed products, study showsSometimes consumers like products created with science and other times they do not, and new research from marketing professor John Costello shows that it all depends on what the marketer is trying to sell: sensory pleasure or practicality.
Shannon Roddel -
Watch all the commercials from the 2022 Super Bowl“Nostalgia is a really good way to tap into positive memories that large portions of viewing audience will have,” Mitchell Olsen, assistant professor of marketing at the University of Notre Dame’s Mendoza College of Business told CNBC. “It’s an opportunity to attach your brands with some of those positive associations.”
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Welcome to the crypto Super BowlMarketing professor Mitch Olsen was quoted in a CNN piece about the cost of Super Bowl LVI ads.
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Pricey Super Bowl commercials require a post-game plan for advertisers, expert saysAccording to Mitch Olsen, assistant professor of marketing, the Super Bowl offers a virtually unparalleled opportunity for brands that are small or new but flush with cash to instantly generate widespread awareness among people who have never heard of them before.
Shannon Roddel -
Academic research award: smart ideas with real-world impactMendoza College of Business marketing professor Yixing Chen and his coauthors were recognized for their study on how marketing can help fight cancer by Financial Times. The Financial Times' Responsible Business Education Awards show that a positive social impact can be made by business school academics, through their research.
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Advertising plays key role in satellite TV success, study showsA new study by Mendoza College of Business' Joonhyuk Yang, assistant professor of marketing, documents the role of advertising to help explain satellite operators’ continued success.
Shannon Roddel -
Marketing strategies can help overcome COVID-19 vaccine hesitancy, study showsAssistant professor of marketing Mitch Olsen's research focuses on using a market segmentation approach to overcome COVID-19 vaccine hesitancy.
Shannon Roddel -
Consumers blame both manufacturer and retailer when products fail, study showsResearch from Mendoza College of Business marketing professor Frank Germann shows consumers often point the finger at more than one external party for product failures, at times bringing retailers under scrutiny rather than just the manufacturers
Shannon Roddel -
Path to purposeA study by Ahmed Abbasi, the Academic Director of the Ph.D. Program in Analytics, and his co-researchers found that consumers take very different paths, using different online channels, depending on customer intent and the type of purchase they are making.
Brendan O’Shaughnessy -
Shifting loyalty: Study examines customer behavior when retail rewards programs go mobileAs more and more rewards programs go mobile, what are the effects on consumer behavior? That’s the question University of Notre Dame researcher Yoonseock Son sought to answer in a recent paper published in the journal Information Systems Research.
Michael Hardy